真我手机被曝“启动大规模裁员”，官方回应：各家年终人员都会有波动

Core Viewpoint - Realme, a smartphone brand under OPPO, has initiated a large-scale layoff plan, affecting outsourced, stationed, and formal employees, amidst a challenging global smartphone market [1][3]. Group 1: Layoff Details - The first round of layoffs at Realme involves various employee categories, with some departments reportedly retaining only one new graduate [1][3]. - A spokesperson from Realme stated that year-end personnel fluctuations are common, and business operations remain normal, with new product launches scheduled for January [4]. Group 2: Company Background and Strategy - Realme was founded in May 2018 by former OPPO vice president Li Bingzhong, focusing on a cost-effective strategy and quickly becoming one of the fastest-growing smartphone brands globally [4]. - The brand gained significant market presence in China after the introduction of its first domestic product, the Realme X series, in May 2019, and became a top 5 brand in 5G smartphone shipments by Q3 2020 [4]. - In response to a shrinking global smartphone market, Realme shifted from a "machine sea strategy" to a "boutique strategy," cutting 35% of its derivative series to focus on flagship products [4]. Group 3: Market Performance and Projections - Realme's global shipment volume is projected to reach 48.6 million units in 2024, marking a 10.2% year-on-year increase, with an estimated 20 million units in the first half of 2025 [5]. - The brand is expected to maintain a market share of 1.2% to 1.5% in the Chinese smartphone market in 2025, ranking seventh behind major competitors [5]. - New products, including the Realme 16 Pro and Realme 16 Pro+, are set to be launched in January 2026 [5].